L'Oréal appoint Viola Davis as Ambassador

Actor and activist Viola Davis has been appointed as spokeswoman for L'Oréal Paris.

Violet will appear in TV, print and digital campaigns for the brand's Age Perfect line.

Commenting on her appointment, she says:

"As a young girl, I wasn't always told that I was smart, beautiful, or worthy. I worked tremendously hard to get where I am today – overcoming feelings of doubt to become a woman who truly believes I am 'worth it' in every way. I believe it's so important to build confidence in women from a young age, and to role model diverse perspectives of beauty. To now be part of a brand that has been championing women's worth for more than 40 years and to use my voice to help empower others is truly surreal.”

Delphine Viguier-Hovasse, Global Brand President of L'Oréal Paris, adds:

“We are thrilled to welcome Viola as a member of our family. Viola's tenacity, authenticity and bold spirit resonate with and inspire so many people. She challenges the status quo in all aspects of life and her drive to succeed has proven itself time after time – she leads by example and is the perfect conduit to elevate our core message, 'Because I'm Worth It'.”

Viola joins L'Oreal's existing team of ambassadors which includes Dame Helen Mirren, Celine Dion, Elle Fanning, Eva Longoria, Aja Naomi King, Camila Cabello and Nikolaj Coster-Waldau.